Feeds:
Posts
Comments

screen-shot-2017-02-16-at-3-34-22-pm

In the past, I’ve written quite a few blog posts about the importance of health systems partnering with community and public health organizations to positively impact community and population health. Here are a few examples:

Engaging Public and Community Organizations to address Social Determinants of Health, December 13, 2016

Public Health 3.0, October 5, 2016

Organizations Collaborating to Advance Population Health (Video), July 13, 2016

Replicate This: A Hospital Sponsored Community Blog, May 5, 2016

Population Health Management Is Our Future, March 15, 2016

Population Health: An Informal Conversation with National Leaders, April 21, 2015

One Year of Public Health & Primary Care Working Together, March 5, 2015

Clearly, this is an area in which I have a strong interest; so when I find a person or organization who shares my passion, I get excited; I see hope!

To that end, earlier this week I found the following passage on Renown Health’s website, and I was elated. They get it! This statement clearly articulates a vision of community health that I share and often promote within this blog (as you can see from the list of blog posts above).

Together, We’re Better

“As the healthcare landscape continues to evolve, we will broaden our approach, and think not only about healthcare, but also about health. And, we will think beyond the walls of the hospital and take our services and winning spirit out into our communities.

We recognize that we all must come together if we are to really move the needle on our community health statistics and improve the overall health of our community. To accomplish these lofty goals, we are forging new partnerships with doctors, nonprofits, other hospitals, and those who are educating tomorrow’s workforce — just to name a few. We will leave no stone unturned in our quest to think differently and focus on what’s really important. And, we won’t forget our most significant partnerships — the one we share with our 6,000+ employees. The good work we do would not be possible without them.” (Renown Health Website)

It was wonderful to discover a healthcare organization that is embracing this perspective. I believe much of this philosophy comes from Dr. Tony Slonim, Renown’s CEO. He is an amazing guy and a model physician leader. If you’re not familiar with Dr. Slonim, I’ll give you some highlights. Dr. Slonim is a Clinical Professor of Medicine and Pediatrics at the University of Nevada School of Medicine (UNSOM). He is a board certified physician in Internal Medicine, Pediatrics, and Critical Care, and a Doctor of Public Health. Dr. Slonim is a nationally recognized expert in patient safety, accountable care, healthcare quality, and innovative care delivery models focused on improving health in the community. He is an academic leader with more than 100 publications, 15 textbooks and more than $2 million in National Institutes of Health funding to his name. Dr. Slonim serves on the boards of the American College of Physician Executives, the Stevens Institute of Technology, and is the Chairman of the Certified Medical Representatives (CMR) Institute Boards.

I first met Dr. Slonim through an article in the The American Journal of Managed Care (AJMC) where he was interviewed about Physician Leadership. As I read that interview, I was engaged by his perspective on the health system’s role in addressing community health.

“We’re on a quest toward a healthy community, and that means we’re looking outside of our walls not only to healthcare and the healthcare we provide, but also ensuring the community’s health. How are we there not only when they’re sick or injured, but when they have questions about what vitamins or herbals to take? When they need support on how to reduce their stress or how to lose weight or stop smoking? Those are the ways that we need to engage the community with prevention and wellness. And we’re doing that a lot more aggressively than we ever have.” (AJMC, March 14, 2016)

After doing a little digging, I found Dr. Slonim’s TEDx Talk where he continues to address the theme of creating healthier communities. I’ve embedded that video below.

In short, Dr. Slonim and I share a common belief that community health needs to be addressed in the community – and that this is best done through partnerships between the health system and community/public health organization. For me, it was so gratifying to discuss a physician leader and health system that is embracing that philosophy!

Here’s the backstory: This week one of my colleagues and I spent a couple of days in Reno, Nevada visiting the marketing team at Renown Health. During my time at Renown, I was fortunate to spend time with their CEO, Dr. Tony Slonim.

For those of you who haven’t heard of Renown, it is a not-for-profit integrated healthcare network serving a 17-county region comprised of northern Nevada, Lake Tahoe and northeast California. It is one of the region’s largest private employers with a workforce of more than 5,700. Renown’s network includes three acute care hospitals, a rehabilitation hospital, skilled nursing, and the area’s most comprehensive medical group and urgent care network. Of the 5,627 hospitals in the United States, Renown is one of only 281 physician-led organizations.

We left Renown with a great appreciation for the organization and its commitment to addressing community health. The health of our communities is dependent upon hospitals and health systems moving beyond their walls, and partnering with community organizations. It was wonderful to learn that the team at Renown embraces this perspective.

screen-shot-2017-02-17-at-5-30-47-pm

The 2nd Annual Western New England Healthcare Marketing Symposium will take place in Northampton, Massachusetts on April 7th, 2017. Last year’s event was sold out and received great reviews. Attendees will pay $65 for a full day of learning, sharing and networking. Lunch is included! Our goal was to make this day of learning extremely high in value while keeping costs as low as possible.

This year the presenters will cover a diverse range of topics including developing personas to help you create powerful, personalized communication; effectively integrating digital video into your content marketing program; brand journalism for the healthcare organization; integrating digital communications into your marketing for referring physicians; and what we can learn from 30 years of listening to physician feedback gathered through qualitative and quantitative research. Each speaker will present practical, actionable information that you can take back to your office and put into practice immediately. Registration is now open. To learn more or register, go to http://www.jenningshealthcaremarketing.com/wnehms/.

And yes, I will be presenting at this year’s symposium. My topic is digital physician marketing. As physicians become more savvy about social media and digital communication, how do we integrate digital platforms and communication channels into the marketing mix? As a result of this digital revolution, how will the role of the physician liaison change in the years to come? And for anyone who is interested, I can almost guarantee that several of us will be gathering immediately after the event for a social hour at a nearby pub. The discussion will continue there for any who are interested.

screen-shot-2017-02-17-at-5-19-05-pm

screen-shot-2017-02-17-at-5-12-39-pm

screen-shot-2017-02-17-at-5-18-28-pm

screen-shot-2017-02-17-at-5-18-51-pm

screen-shot-2017-02-17-at-5-17-48-pm

 

It is clear to me that healthcare marketers are going to have to shift much of their focus to promoting health and wellness, whereas, in the past we’ve largely promoted healthcare transactions related to brief episodes of poor health or prolonged interactions due to chronic disease. Recognizing the need for that shift in focus, I’m always intrigued when I run into individuals who are starting new enterprises designed to encourage healthy behaviors.

Recently, after giving a talk to a group of business leaders who were interested in learning about social media, a woman named Kim Saffran came up and introduced herself. She has started a business that gets adults and families to integrate “play” into their lives. The fledgling business is called Return2Recess. Perhaps not surprisingly, Kim’s business has found early success with individuals living in retirement and 55+ communities.

I asked Kim if I could interview her for my blog, and she agreed. The 14-minute video (below) introduces Kim and her business. It’s going to take a lot of entrepreneurs like Kim to get Americans moving – but this is a great start. At the most basic level, Return2Recess is addressing one of the social determinants of health. There are similar efforts around the country helping people access healthy food options and safe, healthy housing – initiatives designed to address the conditions in the environments in which people are born, live, learn, work and play that affect their health and well-being.

 

 

It’s no secret that I am a big fan of Inspire, the social network for patients. In 2014, I organized a patient panel for the annual NESHCo conference to showcase the role that online communities played in the lives of these individuals and their families. I invited Amir Lewkowicz, co-founder and Vice President for Partnerships at Inspire, to join the conversation and serve as a panelist. Amir was a great addition to the group.

Earlier this week, Inspire announced that it reached the milestone of one million registered members.

screen-shot-2017-02-09-at-8-38-57-amInspire is known for not just the size of the community but for the activity of the patients and caregivers interacting in more than 200 online groups. Last year, Inspire reached another milestone of one billion words written by its community members.

“The rate at which members are finding and joining Inspire is accelerating exponentially,” said Richard Tsai, VP of marketing at Inspire. “Patients and caregivers across several thousand reported conditions are writing about their experiences, and generating relevant language that others who are facing similar experience can find.”

screen-shot-2017-02-09-at-8-45-00-amThis sharing of information can be particularly useful for rare disease patients who often have trouble getting an accurate diagnosis, and for cancer patients who are in dire need of support to make the best possible treatment.

Congratulations to my friends at Inspire. You are doing amazing work and have truly inspired me. You’ve also shown me the potential for effective healthcare marketing. Community building is the way!

In closing, here’s a brief graphic from Inspire that shows some of the benefits of online communities to their members (patients).

screen-shot-2017-02-09-at-8-57-12-am

screen-shot-2017-02-08-at-12-56-43-pmEach year, my friends at SilverTech present their State of Digital Marketing Report. In this year’s report, you’ll review data and insights gathered from nearly 200 marketing leaders, including 27 directors of marketing, 19 marketing managers, 10 chief marketing officers, and a variety of social media managers, IT directors, and digital marketing managers from 147 unique companies headquartered in 28 different states.

screen-shot-2017-02-08-at-12-58-31-pm

Marketing teams, both large (10 or more marketers) and small (less than 10 marketers), from B2B, B2C, and B2B2C companies were surveyed. Teams responsible for all marketing efforts (both traditional and digital), primarily traditional marketing efforts (TV, print, radio, events), primarily digital marketing efforts (social media, PPC, SEO), and Information Technology (IT) were also surveyed.

They shared with SilverTech (and all of us) their top priorities, challenges, and opportunities for 2017 as they look to create deeper, more meaningful digital engagements with their customers.

Use this link to download the report. Enjoy!

In June of 2016 I published an article in Healthcare Marketing Report titled “The Expanded Role of the Healthcare Marketer.” It discusses the changes that will take place within healthcare marketing departments as our organizations move from a fee for service model to a value model. As our organizations transform, so must the marketing function. Here’s a brief video where I speak to that opportunity.

 

The drug industry’s major lobbying group, the Pharmaceutical Research and Manufacturers of America, recently launched a powerful image campaign anchored by a stunning television commercial. As you probably know, the industry took a PR beating during the presidential campaign and now President Trump has taken aim at them. The new campaign, dubbed “GoBoldly,” is designed to elevate the industry in our hearts and minds. They have very effectively appropriated the work of one of my favorite poets, Dylan Thomas, to position biopharma companies as explorers, pioneers and risk-takers – “finding the unfindable.”

I’ve embedded the first TV commercial below. Enjoy! And then keep reading below.

“(This is the narrative accompanies the video on their YouTube channel.) Finding lifesaving medicines is a life’s work – the work of 140,000 researchers who never say never. As well as the millions of patients who fight side by side with researchers in the battle for life, against whatever odds they face together. Now is the time to put the accelerator to the floor. The best is yet to come – like advancements in personalized medicine and immunotherapy – and it’s coming faster than we can imagine. Welcome to the future of medicine. Where disease is no match for tenacity. No match for ingenuity. Where together, we go boldly.”

The microsite for the campaign is GoBoldly.com. It’s worth visiting. They share patient stories and celebrate advancements in medicine made possible by America’s biopharmaceutical companies. In my opinion, it is well conceived and well executed.

screen-shot-2017-01-31-at-5-53-02-pm

%d bloggers like this: